KITO spends Bt50m for rebranding

Pisal Kitkamjai, assistant marketing manager, Kito Thailand Co Ltd reveals that the overall market of sandal shoes in Thailand was slow down for the past three years due to the recession of domestic economy.
However, the overall market seems to get recovery this year. The sandal market in Thailand valued at about Bt6 billion in 2015 and grew by about 5 per cent last year. 
With the market rebound, KITO foresees that the rebranding strategy on its product to be lifestyle-designed flip-flop sandals will allow the company to reach young generation consumers and also increase its sales. 
"Our up coming product is well designed to fit in all the young and cool lifestyle of new generation, together with perfect functions for everyday use," says Pisal.
This year, KITO will invest Bt50 million for the marketing activities both offline and online and expect its sales to growth rapidly next year. For the marketing activities, KITO will have online activities quarterly. The online channel is now contributing only 10 per cent of the total sales, but is expected to be double next year.
Nowadays, KITO has 25 per cent share of the flip-flop sandal market which is worth about Bt1.5 billion. 
The company's sales came from many channel such as 50 per cent from traditional retail outlets, another 25 per cent from modern trade, and 25 per cent from export. KITO expects to achieve a further growth of 15 per cent this year, and maintain its leadership in the industry.